Two years after its launch, Amazon’s free streaming service Freevee is shutting down, the company confirmed this week.

Shows broadcast on the application will be available for free on Amazon’s Prime Video service, even if the viewer does not pay a subscription.

Freevee, which debuted as Amazon’s IMDb TV but adopted its current name in 2022, is one of the few streaming services who rely on ads to generate revenue instead of paying subscribers. Pluto TV from Paramount Global and Tubi from Fox Corp. have similar models.

“To provide a simpler viewing experience for customers, we have decided to phase out the Freevee brand,” an Amazon spokesperson said in a statement. “There will be no changes to the content available to Prime members, and a broad offering of free streaming content will still be available to non-Prime members, including a selection of originals from Amazon MGM Studios, a variety of licensed films and series, and an extensive library of FAST channels,” they said.

The change comes about 10 months after Prime Video launched a lower-cost option for subscribers that included ads. For $3 more per month, users can choose to watch shows without ads. Rumors of The disappearance of Freevee spread after the company made the new ad tier the default for Prime Video users, but Amazon denied the speculation earlier this year.

The company is preparing to launch a “Watch Free” feature for non-Prime members, which will offer a range of movies and TV series with ads. Freevee originals, including the documentary-style comedy series “Jury Duty” and the drama “Bosch: Legacy,” are also available on Prime Video.

Amazon will not lay off any employees due to this change, the company said. Freevee executives are expected to be integrated elsewhere in the company and MGM Studios content teams that had worked on Freevee originals will move to programming for Prime Video.

As Amazon cuts Freevee, the model of free, ad-supported streaming services remains promising as consumers look to limit their discretionary spending, experts say.

The company did not say when Freevee services will be removed completely, but said the “Watch for Free” feature will be available on Prime Video detail pages in the coming weeks.